SHOPPING GETS STEAMY AT SQUARE ONE
VOLUME 21 WINTER EDITION 2017
SHOPPING GETS STEAMY AT SQUARE ONE
Mall shows off luxe lifestyle and latest lift with leading # RelationshipGoals
Four years and $ 480 million later , Square One ( Mississauga , Canada ) has successfully transformed from a center known more for its convenience than clothing lines to that of a luxury-shopping destination . As more people make the move to downtown Mississauga , the center will continue to experience a shift in target market . With affluent families on the rise , Square One has evolved into a go-to stop for the upscale consumer , one who follows international style influencers and has the financial means to frequently purchase luxury brands .
To celebrate the completion of the redevelopment project , the center worked to add a little spice to its traditional campaign planning . With the arrival of luxury as a starting point , the marketing team wished to connect with a couple for a creative music video shoot . First to mind to star in the FW16 campaign video : retired NHL player Sean Avery and international model Hilary Rhoda . Looking to bring back the presence of a male figure and feature the center ’ s first celebrity couple , Square
One ’ s marketing team believed the newlyweds to be a perfect picture fit .
“ We created the campaign around Sean and Hilary ’ s luxe life together , capturing a mix of steamy and flirtatious moments between the couple while they showcased the designer offerings available at a variety of aspirational Square One retailers ,” noted Toni Holley , marketing director .
“ The mood of the dynamic music video was set by ‘ It Girl ’ Caroline Vreeland , who collaborated to provide vocals and a sultry new arrangement of the classic Sonny and Cher song . ‘ I Got You Babe ’.”
All the brands that appear in the video come from the collection of retailers located in the center ’ s new South Expansion Wing .
From comfy to casual to classic ,
Continued on page 4 …
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